You failed your logic class, didn't you? It does not follow that high ratings means people think NBC is doing a great job with its covergae or that people like its covergae. High ratings on the exclusive U.S. outlet means the Olympics are popular. But NBC's exercise of its exclusiviity to force people into a singular mode of watching delayed highlights, interrupted by inane interviews by clueless "reporters" is being roundly criticized. But because of NBC's exlusivity, folks who want to see Olympics have limited choices. But please don't mistake that for love of NBC or the job it is doing.

It's time to start the backlash against…backlash. To read the media and technology press this week, the big story out of London is the backlash NBC is facing for its tape-delayed coverage. But this notion begs a deeper analysis, one that has to consider the vehicle where backlash gets funneled...